Individual Assignment
Coursework 2
Political Factor
Political Factor is an element of Pestle framework that related to any news in the government and
country policies. Government will obliged every organization to running their business operation in
compliance with a laws that government decide through on Parliament of Malaysia. With those laws
and rules, the organization will be acquainted in the functions performed. The organizations strategic
plan must cater the political impact of the country, therefore, it will achieve effective strategy that
built to make proper alignment (Porter, 1998).
The mainly political factors is Malaysia government cant provide a preciseness laws and regulation to
protect food manufacturer industry. In 28 Nov 2016, Famous Auntie Anne restaurant was denied to
gained a halal certificate because one of product name is unqualified the laws of Halal A. JALIL, M.
(2016). Therefore, the law and regulation that agree by government could be change frequently in
Malaysia. In instability law protection, chocolate industry will be easily to offend the Halal law and
rules.
Hence, if the company is had competency to handle political matters of Malaysia, it is possible to
minimised the impact that affected by political issues.
Economy Factors
Economy Factors is most essential factors of analysis on every country, it can decided the successful
and failure of business profitability (Worrell, 1998). Every Business refer the core concept of economics
to explaining their demand and supply on their business model. .
The first economic factors in Malaysia is currency fluctuation in every day. In instability economics,
raw material of chocolate costing will be increasing because it due to imported from another country.
Beryl Chocolate is carry from cocoa bean on Africa - Ghana. Ergo, Beryl chocolate company will
require to increase their costing for currency exchange to import the cocoa bean from Ghana.
Furthermore, Malaysia government will addition taxing on product and service in frequently. In 1 April
2015, government had announce to collect GST tax from consumer and retailer for every product in the
market. With this tax issue, it had effect Malaysia cost living to increase and consumption pattern of
consumers has changed. By this impact, beryl chocolate will require to have strategy plan to
adjustment the price of their chocolate product to attractive consumer purchase.
Social Factor
Chocolate industry has to concerning health issues by penetrate in the market with all factors. Therefore,
chocolate will has in depth relation with health yielding of food product. In Malaysia, consumer will
more concern product health conscious and prefer chocolate makers could diversify their chocolate
product to different flavours (vanilla, orange, fruit, or yam) and healthy ingredient.
The consumption of chocolate will be young age children and teenager. With this reflect, Chocolate
industry can concentrate producing the taste of chocolate would suitable for teenager age. For instance,
the more popularity of confectionery in Malaysia will be chocolate product.
Technological Factor
In technology era, a lot of enterprise or Manufacturer Company will emphasize to investment into
technology to achieve greater success and competitive advantage in the market. (Porter, 2004). In
Malaysia, Chocolate factory will rely on technology to advance their product development,
advertising and promotion. With those technology, it can reducing the expense cost of production and
can yield high quality chocolate product. Moreover, digital media technology can support the
chocolate factory to building a strong brand name and promoting chocolate product.
In Malaysia, Artificial Intelligence will be high recommendation of technology can implement into
manufacturing factory. A.I Technology can manipulate the production machine for 24 hours
automatically produce and packing chocolate product to achieve increase their productivity. However,
the investment on those technology will be expensive and require skilful worker to maintained the
technology (Viechnicki, D. and D. Eggers, W. (2017)
SWOT
Strength
1. Well known chocolate manufacturer company in Malaysia.
2. A good cocoa bean is producing from Ghana, it was a globally recognized source and Beryl
chocolate product is create by this source.
3. Beryl chocolate is belong affordable prices and wide varieties of flavours to chosen.
4. Easily purchase on duty free shop and any supermarket across the country
5. Beryl chocolate able acceptable by public and large amount product export to another
country.
6. Provide ingredients to professional users such as chocolatiers, pastry chefs, bakeries, hotels,
restaurants and caterers.
7. Beryl chocolate well known as a successful chocolate manufacturers in Malaysia.
Weakness
1. Over varieties of chocolate flavours in one product
2. Not all chocolate flavours will accepted by consumer
3. Packaging design is traditional and unattractive the consumer
4. Not focusing to advertising product through media
Opportunity
1. As convenience of E-ecommerce, Beryl Chocolate able to selling their chocolate on online store
to generate more sales.
2. Beryl Chocolate can promotes sales for bulk purchases / hampers in Malaysias Festive Season
3. Beryl Chocolate had opportunity to expand on global operation. Currently Beryl Chocolate
already exported to Middle East Country.
4. Beryl Chocolate can promote their chocolate during food fair which help improve brand
recognition
Threat
1. Hersheys, Cadbury, Kraft Foods, and Nestle will be main competitor of Berly Chocolate
2. Raw chocolate ingredient price are soaring in Malaysia
3. Healthy trend will affecting the demand of chocolate product because consumer prefer healthy
snack bar more than chocolate product.
Porter 5 force
SMART Marketing
Smart Goal Winning customer confidence and building long term loyalty
Specific Targeting chocolate lover consumer and increase customer confidence and
loyalty rate in Malaysia within 12 month
Measurement Increase customer confidence and loyalty rate toward beryl chocolate will
increase above 10 % per monthly
Achievable Run advertisement and online engagement about beryl chocolate product
on social media platform.
Realistic Beryl Chocolate company had to ensure customer confidence and loyalty
rate will be increase 10 ~ 15 % per month before August 2018
Timed Bound This digital marketing objective require to accomplish before August
2018.
Smart Goal To raise Facebook awareness and increase fan following from 25,500 to
100,000 by 31st December 2017
Specific Raise Beryl Chocolate Facebook awareness and increasing page followers
reaching 100, 000 before 31st December 2017
Measurement Beryl Chocolate fan page followers will increasing 10 , 000 and per
monthly
Achievable Using Facebook ADS to promoting or hosting a lucky draw event on beryl
chocolate Facebook page
Realistic Beryl Chocolate company had to ensure increase 10,000 ~ 12,000
followers per month and subscribe the page before August 2018
Timed Bound Beryl Chocolate Fan Page must reaching above 100,000 followers before
31st December 2017
Strategy
Segmentation
Demographic segmentation Users of Facebook and Instagram
Above 12 years olds children
Chocolate lovers
Above Lower class income consumer
Psychographic Offering chocolates with different flavours , varieties of
segmentation choices , tastes and sizes
Affordable prices
High quality ingredients and raw materials
Attractive packaging with labelling
Suitable for Malaysia and international markets
Target Audience
For the target audience of beryl chocolate product, it will consider target above low income family and
chocolate lover. Beryl chocolate is affordable price and easily acceptable by local and global market.
Therefore, the range of target will be expand to world wides customer.
Pay per click advertising strategy
Pay per Click (PPC) advertising is an advertising system that allow advertisers to pay for each click
on their advertisements. It was revolutionized the online advertising industry and Google revenue had
generates by this advertising system. With this advertising system, Beryl chocolate can promoting their
product information on Google website and increase customer acquisition.
In Instagram Ads strategy, Beryl Chocolate can creating some attractive account on Instagram
and continuous posting fabulous beryl chocolate product images and video and image of
customers indulging in Beryl Chocolate. In special occasion season, beryl chocolate can
organize an event to allow consumer gained prize by hashtags the beryl chocolate product.
Retention Email is frequent and regular emails send to existing customer and Email Place Ads will
placed with email and send to customers. In this email marketing strategy, Beryl Chocolate can
announce their event or new series of chocolate product by email to their loyalty customer and potential
consumers.
Figure 1 Left (Tiramisu series chocolate product) Middle (Crunchy series chocolate product) Right (Jar series chocolate
On the Price strategy, beryl chocolate factory need focus and run marketing research about all
competitors chocolate product price range in the market. With the reasonable and affordable price
in the market, it can help beryl chocolate factory generate more sales. For example: Beryl chocolate
bar previous price is RM 10, and currently, two of beryl of chocolate bar is costing RM15. By this
strategy, it will attract the consumer purchase more with lower price instead purchase one chocolate
bar
Promotion
The purpose of promotion is encourage the potential and actual consumers to purchase beryl
chocolate series product by different promotional tactics. On promotion strategy, Beryl chocolate can
used press and electronic media to motivate the consumer. Furthermore, Beryl chocolate can doing
some special occasion for discounting the product price and release out some special gift on special
period. In the additional , Beryl chocolate can collaborate with third party agencies to advertise their
new type of chocolate to gained more potential consumers. With this strategy, beryl chocolate will
easy get awareness on their brand and chocolate product.
Social Media Specialists Support the manager to Using SEM , SEO marketing
achievable the beryl tools
chocolate missions Analysis the Website traffic
Collecting data from Google
analysis or third party website
analyzing software
BUDGET
In the budget, Beryl chocolate had to spend around RM 58,000 for advertise their brand and product to
increase customer acquisition.
KPI
Expense List Target Achieving Time Frame
Annual Sales Revenue Increasing 30 35 % 6 months
Active User Amount in Social 100,000 users 4 months
Media (Facebook &
Instagram User)
Customer satisfaction on Increasing 50 % 6 months
Product
Brand Awareness Rate Increasing 40 % 6 months
Control Plan
Control How to achieve
Analysis customer satisfaction Collect genuine customer feedbacks.
Analysis data from customers satisfaction
feedback
Collect rating information about Beryl
chocolate product from customer feedback
Provide free try on Beryl chocolate product for
customers
Contingency plan
Contingency plan is being formed to address the possible difficulties and risks that Beryl Chocolate in
Malaysia
Conclusion
With this digital marketing plan. , researcher will understand the micro & macro analysis of
the beryl chocolate factory. Beryl chocolate current is position as affordable chocolate brand
product, but, if Beryl Chocolate is lack of promoting or advertising their brand and chocolate
product, it will difficult to achieve high customer acquisition and brand recognition.
Reference
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